Most retailers choosing to open a Regent Street store will relate to how hard it is to establish a distinctive character for a shop while observing landlord Crown Estate’s listed-building parameters. However, accessory and jewellery retailer Folli Follie has achieved this with its 800sq ft shop that opened on the street in May.

Unlike many of the retailers that have moved into the area, Folli Follie has opted to make a feature of the site’s Edwardian characteristics, which include a coffered ceiling with ornate mouldings and a white and gilt balustrade above the cash and wrap area at the rear of the shop.

These elements provide an upscale setting for a dramatic display wall on the left-hand side of the shop, constructed from orange lacquered MDF with inset white boxes, which are used to frame smaller accessories and bags. On the opposite wall, backlit white boxes are piled on top of each other to create a cubic display matrix, located between large floor-to-ceiling light-boxes.

This is mass-market luxury with products that range from about£32 up to£1,600, if the mood takes you.

Folli Follie has four stores in the UK. Xenia Carr-Griffin, president EMEA of Links of London, which was acquired by the owner of Folli Follie in 2006, says that plans are in place to create between a further 18 and 20 stores over the next two years, with outlets in Westfield London and Lakeside due to open this year.